If you had ever watched an event for Apple or any other company, you would notice a different language every now and then, during the event for sure. A Language from experts in Marketing.
Let’s go back to 2001, when Steve Jobs announced iPod for the first time. He said that iPod is a revolution in Mp3s since it can hold up to 1000 songs. Later, Jobs mentioned that the hard drive is 1.8 inches with 5 GB capacity.
Jobs, or his marketing team, could have just jumped to talk about the new hard disk and the differences from all the other devices out there. In contrast, they focused in what Customers need, more songs in their pockets.
FF to 2017 and Apple’s latest event when they announced Apple Watch Series 3 for the firs time. They said that the size is same as Series 2, BUT that heart sensors in the bottom is a bit thick. What they have actually said was: the thickness in Series 3 is just “2 Papers” thicker.
Apple could have said the difference is 0.1 mm, but for our brains this means more thickness. While saying two papers means nothing, because that’s how our brains work, images in other words.
When marketing your toothpaste don’t tell your customers it makes your teeth white level equals to “Foo”. Tell them your teeth is going to be as white as the snow or the cotton.